The past and the future can be presented as either threatening or appealing. The past can be “traditional” (good) or “old-fashioned” (bad but kinda nice) or “backwards” (definitely bad). And the future can be “progressive” (good) or “radical” (maybe good but certainly scary, often very bad) or threatening (“new-fangled” or “going to hell in a handbasket”).
In the this tampon ads from the 1940s, being “too old to follow the modern ideas” is framed as an unfortunate state that women should overcome. Not trying the new product is “holding [yourself] back.”
Similarly, in this ad, a daughter instructs her mother on advances in managing “intimate problem[s]“:
The ads reveal how ideas related to change (this time the promise of modernity) can be mobilized strategically (this time for marketing purposes). Here is another great example related to gay marriage.